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Management Of Consumers’ Attention €“ What Can The Advertiser Do To Survive The Media Revolution

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  • Kwiatkowska Joanna

    () (Czestochowa University of Technology, Faculty of Management, Poland)

Abstract

I know half the money I spend on advertising is wasted, I just don’t know which half joked John Wanamaker, who created the first department store in 1876 [15]. In spite of the passageof time Wanamaker’s saying is still in force. However, it may change soon thanks to coming intobeing of new discipline – neuromarketing, which is combination of advertisements’ artistry andsciences (inter alia neuropsychology, cognitive psychology, neuroimaging, cognitive science,psycholinguistics). Neuromarketing postulates using fMRI, EEG, EMG or eye tracking techniquesfor the purpose of recognising consumers’ preferences toward specific goods and brands as well asmechanisms concerning decision-making process related to purchases. The goal of neuromarketingis to obtain the information - the human brain’s responses, which marketing stimuli (advertisement)is effective.

Suggested Citation

  • Kwiatkowska Joanna, 2008. "Management Of Consumers’ Attention €“ What Can The Advertiser Do To Survive The Media Revolution," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(10), pages 1-61.
  • Handle: RePEc:alu:journl:v:2:y:2008:i:10:p:61
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    Keywords

    the media; neuromarketing; advertisement;

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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